Tourism marketing plan for the village of el Encano
Keywords:
Development, strategies, marketing, tourism.Abstract
This paper is a product of the research “Marketing Plan for the township of El Encano”, carried out at the Cesmag University in the years 2020 and 2021. The township of El Encano is a place recognized at a regional, national and international level. that the La Cocha lagoon is located there, an important water body in Colombia and in the world, which is part of the Ramsar Laguna de La Cocha wetland, an ecosystem that fulfills different functions and is home to great biodiversity that needs to be protected (López and Madroñero , 2015). The central objective of this article is to carry out a tourism marketing plan to promote tourism activity by achieving market positioning. From the methodological perspective, the study is framed in the positivist paradigm, it contains quantitative variables that allow determining socioeconomic variables, to establish viable solutions to the problem posed in the research. As a result, an exploration of the township is carried out detailing location and characteristics; a market investigation where both the tourist offer and its demand are appreciated; a Marketing plan with strategic direction proposals. It is concluded that this work is conceived in the future and collectively with inhabitants, entities and companies seeking to position the township as the first tourist destination in the department.
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